Join Us

For decades the entertainment community has been one of the Will Rogers Motion Picture Pioneers Foundation’s largest supporters, funding important programs such as Brave Beginnings. Movie theaters, moviegoers, studio executives and celebrities continue to support our life-saving work. We’re also supported by parents, doctors, nurses and other healthcare providers and concerned people like you. Be a hero. Join us.




A time-honored tradition since 1936, America’s movie theaters have been strong supporters of the Will Rogers Institute, and now Brave Beginnings. Every year, movie theaters across the country raise funds through concession stand promotions, pin-up board, and  special discounts, to help raise much-needed funds for Brave Beginnings.

Since establishing Brave Beginnings in 2015, companies that share our mission of providing comfort and care to preemies, have joined us to give preemies a fighting chance.  We are thankful for their support. 

Exhibitor Support

  • AMC Theaters
  • Bow Tie Cinemas
  • Cinemagic
  • Cinemark USA
  • Goodrich Quality Theaters
  • Harkins Theatres
  • Malco Theatres
  • Marcus Theatres
  • National Amusements
  • Paragon Theaters
  • Phoenix Theatres
  • Reading Cinemas
  • Regal Entertainment Group
  • Regency Theatres
  • United Drive-In Theatre Owners Association

Consumer & Retail Support

  • BEB Organic
  • Jakks Pacific
  • L'oved Baby
  • One Little Cub



Celebrity Ambassadors

Each summer, a celebrity honors Will Rogers and Brave Beginnings by serving as our summer theatrical fundraising spokesperson. This time-honored tradition started in 1936 with James Cagney, Humphrey Bogart and Bette Davis and continues to this day.

  • Marley Shelton
    "But of all the firsts, none is more important than the first hour of life, for babies born prematurely."Marley Shelton

  • Denise Richards
    "Thanks to Brave Beginnings, hospitals can get the equipment they need to give these precious fighters a chance to survive and thrive."Denise Richards

  • Phillip Phillips
    "Brave Beginnings is the only charity providing hospitals with the lifesaving equipment needed to help these babies survive and thrive." Phillip Phillips

  • Liam Hemsworth
    “These brave kids are my heroes. They all beat the odds. It is our chance to be their hero."Liam Hemsworth

Please click here for a historical list of our past summer theatrical spokespersons.